Gen Z – The New Wave of F&B Consumers
As a leading manufacturer of core ingredients for the F&B industry, Vagrico recognizes Gen Z not just as a potential customer segment, but as a driving force behind evolving consumer trends. This generation is experience-driven, tech-savvy, and values authenticity — all of which pose both exciting opportunities and new demands for businesses across the supply chain.
Born between 1996 and 2010, Gen Z grew up in a digital-first world. Constantly connected through smartphones and social media, they consume differently from previous generations. For them, food and beverages aren't just about nourishment — they’re a form of self-expression. This mindset pushes them toward unique, Instagrammable products and experiences, even at higher prices.
Trendsetters & Market Shapers
Gen Z doesn’t just follow trends — they create them. The rise of bubble tea in Vietnam, now considered as common as traditional tea or coffee, is largely attributed to this group’s strong purchasing power and influence. Their preferences can instantly popularize — or phase out — a product overnight.
Digitally Native & Experience-Oriented
Gen Z expects everything at their fingertips. Food delivery apps, digital menus, and contactless payments are must-haves. For manufacturers like Vagrico, this means developing products that integrate seamlessly into fast, modern preparation and service workflows — enabling businesses to deliver both speed and consistency.
Fickle Yet Fast-Adopting
A café or drink can go viral overnight thanks to Gen Z’s “hype” culture — but the attention span is short. Consistent innovation, creative menus, and unique flavor profiles (using ingredients like natural fruit syrups from Aumis or low-sugar formulas with AU+) are key to staying relevant.
Realistic & Value-Driven Thinkers
Having lived through global recessions and a pandemic, Gen Z is more pragmatic than they may seem. They are careful with spending but are willing to invest in products that deliver real value — from quality ingredients and environmental consciousness to memorable brand stories.
To attract and retain Gen Z consumers, F&B brands can gain a competitive edge by:
Developing bold, new product concepts
Use signature ingredients like Aumis fruit syrups or AU+ inverted sugar to craft clean-label, innovative beverages that appeal to Gen Z’s health-conscious mindset.
Enabling seamless digital experiences
Our ingredient solutions are optimized for quick-prep formats, supporting tech-enabled F&B models like takeaway counters, cloud kitchens, and delivery-only services.
Delivering authenticity and sustainable value
Gen Z connects with brands that are transparent, purpose-driven, and socially responsible. Ingredients with traceable sourcing, clean production processes, and minimal packaging can build long-term brand trust.
Gen Z is becoming the core consumer group for F&B — and their preferences are transforming the industry at every level. As a forward-thinking manufacturer, Vagrico is committed to supporting our partners with flexible, high-quality ingredient solutions tailored to this new generation's expectations.
1. Gen Z – A Generation That’s Redefining Consumption
Born between 1996 and 2010, Gen Z grew up in a digital-first world. Constantly connected through smartphones and social media, they consume differently from previous generations. For them, food and beverages aren't just about nourishment — they’re a form of self-expression. This mindset pushes them toward unique, Instagrammable products and experiences, even at higher prices.
2. Key Consumer Behaviors of Gen Z
Trendsetters & Market Shapers
Gen Z doesn’t just follow trends — they create them. The rise of bubble tea in Vietnam, now considered as common as traditional tea or coffee, is largely attributed to this group’s strong purchasing power and influence. Their preferences can instantly popularize — or phase out — a product overnight.
Digitally Native & Experience-Oriented
Gen Z expects everything at their fingertips. Food delivery apps, digital menus, and contactless payments are must-haves. For manufacturers like Vagrico, this means developing products that integrate seamlessly into fast, modern preparation and service workflows — enabling businesses to deliver both speed and consistency.
Fickle Yet Fast-Adopting
A café or drink can go viral overnight thanks to Gen Z’s “hype” culture — but the attention span is short. Consistent innovation, creative menus, and unique flavor profiles (using ingredients like natural fruit syrups from Aumis or low-sugar formulas with AU+) are key to staying relevant.
Realistic & Value-Driven Thinkers
Having lived through global recessions and a pandemic, Gen Z is more pragmatic than they may seem. They are careful with spending but are willing to invest in products that deliver real value — from quality ingredients and environmental consciousness to memorable brand stories.
3. Vagrico’s Perspective: How to Win Over Gen Z with the Right Ingredients
To attract and retain Gen Z consumers, F&B brands can gain a competitive edge by:
Developing bold, new product concepts
Use signature ingredients like Aumis fruit syrups or AU+ inverted sugar to craft clean-label, innovative beverages that appeal to Gen Z’s health-conscious mindset.
Enabling seamless digital experiences
Our ingredient solutions are optimized for quick-prep formats, supporting tech-enabled F&B models like takeaway counters, cloud kitchens, and delivery-only services.
Delivering authenticity and sustainable value
Gen Z connects with brands that are transparent, purpose-driven, and socially responsible. Ingredients with traceable sourcing, clean production processes, and minimal packaging can build long-term brand trust.
4. Final Thoughts
Gen Z is becoming the core consumer group for F&B — and their preferences are transforming the industry at every level. As a forward-thinking manufacturer, Vagrico is committed to supporting our partners with flexible, high-quality ingredient solutions tailored to this new generation's expectations.
Related News
Sugarcane harvest season begins
In the vast sugarcane fields of Ninh Hoa town, this year's sugarcane harvest atmosphere is somewhat subdued due to yields and profits not meeting expectations. However, with the integrated...
F&B 2025: A Breakthrough Opportunity for the FnB Industry Driven by Emerging Consumer Trends
Despite ongoing economic fluctuations, Vietnam’s F&B sector continues to demonstrate strong resilience with impressive post-pandemic recovery and remains one of the most attractive...
Gen Z – The New Wave of F&B Consumers
As a leading manufacturer of core ingredients for the F&B industry, Vagrico recognizes Gen Z not just as a potential customer segment, but as a driving force behind evolving consumer trends. This...